Get Big Results on Small Business Saturday
Fall is one of my favorite times of the year. It starts to cool down — just a bit — here in Florida, and we get to look forward to a number of holidays.
For many, one of the most anticipated events of the year takes place during the several days after Thanksgiving. Starting with Black Friday and continuing on to Small Business Saturday and Cyber Monday, these days are when plenty of folks do their holiday shopping and take advantage of steep discounts on products they’ve been eyeing for months.
Today, I want to talk about how small businesses can capitalize on Small Business Saturday, the November 26 event that recognizes the hard work and importance of small businesses across the United States. Small businesses are an integral part of our country: With 31.5 million in the U.S., they provide millions of people with jobs and are often the glue that holds communities together. But running a small business is difficult, especially over these past few years, amid a pandemic and the continued growth of ecommerce giants.
With estimated revenues during Small Business Saturday in the tens of billions, every small business should take full advantage of this moment to be front and center in shoppers’ minds. It’s a major opportunity to grow brand awareness, boost revenue, and prove your value to your community of customers and clients. Here are four strategies for maximizing impact on Small Business Saturday:
Ramp up publicity. Small Business Saturday has a 10-year history, but there are still plenty of people that aren't aware it exists. Make sure you increase marketing and publicity now so people know to support your local business and what kind of deals you're offering. Start mentioning Small Business Saturday on your signage, in your email newsletters, on social media, and elsewhere. Use the hashtag #shopsmall to join the community of shoppers and fellow small business owners preparing for the event.
Tap into free marketing resources. If graphic design and marketing aren’t in your wheelhouse, never fear. The U.S. Small Business Administration and American Express — which first started the event — have created a large selection of free designs and tools that small business owners can use to market the holiday. And if you're feeling like customizing things yourself, try a free online tool like Canva, which easily allows you to create beautiful logos, designs, posters, and more.
Recommended by LinkedIn
Put your story front and center. One of the traits that sets a small business apart from its larger competitors is its story. The people and history behind your business are incredibly compelling: the dream you set out to make a reality, the hurdles you've overcome, and more. As you talk to your customers and increase marketing in the lead-up to Small Business Saturday, place this story front and center. Let your community know about the personalities behind the business and all you've accomplished to get where you are today. Because the most powerful marketing tool of all is a compelling story.
Showcase your unique value. Small businesses can offer services that larger businesses can't. They’re known for having deep, personal relationships with customers and providing unparalleled customer service. Let this be known before and during Small Business Saturday. Work closely with shoppers to give them a customized experience and find exactly what they're looking for. Remind them that they can have a real person standing next to them, helping them make smart shopping decisions.
In the lead up to Small Business Saturday on November 26, make sure you're doing everything in your power to get the word out and draw customers your way. This event is a once in a year opportunity to showcase what makes you special and your importance in your community.
* * * * *
Conchie Fernández is Founding Partner at CF Creative (www.cf-creative.com), an agency that provides business growth, strategic content, and technical assistance consulting for small and minority-owned businesses, as well as the public and private sector organizations and companies that support them.